Oracle was attracted to Compendium's data- driven approach to marketing, which lets companies plan, produce, publish and promote relevant content, and then analyze its performance.

Enterprise buyers are increasingly self-educating themselves on products and services using a variety of channels and online sources before making a decision, and vendors have to adapt to keep up, according to Oracle.

The capabilities of Compendium's platform include publishing content to websites, blogs, Facebook, Twitter, LinkedIn and other social channels. It also has a planning tool for assigning drafts, writing, editing and getting multiple levels of approval, from one dashboard, according to Compendium's website.

This isn't a new segment for Oracle; Compendium's cloud-based platform will complement its existing Eloqua Marketing Cloud, it said.

For Compendium's existing customers it's business as usual, for now, according to Oracle. They should continue to use existing contacts for support and other ongoing needs. Oracle plans to communicate all changes and transitions through these familiar channels, it said in an FAQ on the acquisition.

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